In the capital winter, the vertical electric business is difficult to survive

Introduction: Capital In the winter, many vertical electric operators in order to survive, only to be committed to the platform of the electricity quotient, but also lost the right of speech

Along with the Mid-Autumn Festival, the National Day Double Festival approaching, Jingdong, Suning, Gome, Cat and other electric business platform between the price war and reopened, coupled with the upcoming electric business of the traditional October 10 "double" and November 11 "Double 11" big promotion, it is not difficult to foresee that the platform electric merchants will once again to buy the tide of the net shopping.

Vertical electricity dealers are forced to pay for the price war

However, in the Beijing-east platform, such as the electric dealers grab the eyeball behind, it is the vertical electric dealer's numerous wounds. Because the promotion cost of platform electric dealer will be transferred to the vertical electric quotient of these platforms to a large extent. 2 weeks ago, the well-known clothing brand Jasonwood (insisted I) because unbearable endure "be promoted", announced the Exit Jingdong Mall.

Can not be denied Jasonwood exit Jingdong speculation suspicion, but in the actual situation is not a case, according to media reports, in order to be in the upcoming "Double 11" the traditional annual promotion of the first opportunity, the cat and the two major Beijing-east platform for suppliers must be in both "two choose one". Platform Electric Trader's infighting, let a lot of vertical electric business and brand business are caught in the dilemma, dare not say.

From the end of last year, the capital of winter, making Massamasso, red children, Yao Point 100 and so many familiar, and even was once regarded as the benchmark of the vertical electric companies into trouble. In order to save themselves, many vertical electric dealers were forced to give up their own platform dream, began to change to the brand supplier, committed to the Beijing-east, when, Suning and other platform electric business, look forward to the platform with the huge flow of electricity, reduce costs, expand sales, through the capital of winter. However, a spate of blows to the vertical electric operators suddenly found that they placed high hopes for the platform of the electricity quotient, in fact, is not "good stubble."

In the country's largest imported wine direct purchase Platform Wine US network CEO Luide, traditional brands and vertical electric dealers encounter "two election one" confusion is not surprising. Luide pointed out: "For Jingdong Mall, Suning easy to buy, cat, when, 1th stores and other platforms, its profit model must be the line of the ' store ' mode: rely on low prices to attract huge flow, and then use the flow to attract many brands, including vertical operators, such as a number of brand suppliers, through the collection of entry fees, advertising fees, Technology Service fees and so on to achieve profitability, and the product itself to bring the difference in the income of the total revenue will be less and more.

Mo Dai, an analyst at the China Electronic Commerce Research Center, believes that with the rush of many vertical electric dealers and brands, the position and the right to speak of the platform electric business in the industrial chain will inevitably increase. With the continuous compression of living space, brand dealers and vertical electric dealers can only be passive in the gap between survival.

Effective outlet of O2O or vertical electric quotient

Mo Dai Green pointed out that the vertical electric operators can use the Beijing-east such as electric platform to improve product sales, but can not be too dependent. Vertical electric operators should also according to their own characteristics, find the right way out. Luide in an interview, said, "to the experience of the United States Network of wine, through the O2O (online to Offline) way to achieve price, user experience online under the effective synergy, is one way out."

"In fact, both online and offline mode, has its advantages and disadvantages", Luide pointed out that online channels to break the offline system time and space constraints, to achieve the purchase anytime, anywhere, but the fatal weakness is that the user can not do the field experience, and its judgments on commodities mainly from the product description itself and other users of the evaluation, and to be able to do hands-on experience is exactly the most advantage of offline channels.

As a result, Luide that the vertical electric line will be online under the combination of lines, in line with the maintenance of online goods, prices and promotions on the basis of synchronization, through the line of two channels to ensure maximum user experience: Online can become a traditional brand breakthrough space and time limit of 24 hours not closed stores Each channel system under the line can become the user's experience place and the storage center, and the brand promotion will continue to support the line. In this way, vertical electric operators through the line under the effective synergy, mutual support, optimize the user experience, is expected to achieve "1+1>2."

It is learned that under the guidance of this idea, the wine-American network in mid-September officially opened the O2O strategy, will be opened in the Year 100 experience shop, and plans 3 years to increase the number of stores to 500. Of course, to realize the integration of line under the system, the difficulty is not small, need to be in the process management, supplier management to make a great change. "With the experience of wine beauty, these can be achieved through innovation in IT technology," Luide said. For example, the wine-American network, on the one hand, the use of customer database management system, through data comparison, analysis of customer consumption habits, consumption levels, personal preferences and other content to provide targeted product promotion and after-sales service, at the same time customers can be feedback to the offline experience shop, and further improve customer relationship maintenance. At the same time, the wine United States Network also established an offline system management platform to achieve commodity inventory, prices and promotional information line under the online synchronization.

More importantly, through the O2O, the vertical electric operators can grasp the initiative of survival and development in their own hands. Let the brand to be subject to Gome, suning that scene, online no longer repeat.